Representing truth, creating identity and forming a brand through album cover designs: A visual modality analysis of Blue Note Records and Factory Records album covers. Christopher K Brady Master of Arts in Applied Linguistics Module 6 Assignment (Multimodal Communication) January 2015 3,978 Words (Excluding tables) ELAL, College of Arts & Law University of Birmingham Edgbaston, Birmingham B15 2TT United Kingdom 1 MMC/14/06 Collect two sets of between three and five pieces of visual design that might be taken to represent a particular artist, genre or style, and present a comparison of the modality of the images. Try to identify a modality configuration for each set of images and relate this to Kress and van Leeuwen’s ideas regarding coding orientation. 2 Table of Contents Title Contents 1. Introduction................................................................................................................4 2. The Kress and Van Leeuwen System of Visual Modality Analysis (2006)...............5 2.1 Modality Markers.........................................................................................5 2.2 Coding Orientation.......................................................................................6 2.3 Modality Configuration................................................................................6 2.4 Limitations of the Kress and Van Leeuwen Method of Visual Modality Analysis..............................................................................................................7 3. The Texts...................................................................................................................8 3.1 Blue Note Records.......................................................................................8 3.2 Factory Records...........................................................................................9 4. Analysis....................................................................................................................10 4.1 Method.......................................................................................................10 4.2 Visual Modality Analysis...........................................................................11 4.2.1 Blue Note Records......................................................................12 4.2.2 Factory Records..........................................................................20 4.3 Modality Configurations............................................................................28 4.3.1 Blue Note Records......................................................................28 4.3.2 Factory Records..........................................................................32 5. Conclusion...............................................................................................................37 References...................................................................................................................38 Appendices..................................................................................................................41 Appendix I. Blue Note Records Album Cover Images B1-B4.......................41 Appendix II. Factory Records Album Cover Images F1-F4..........................45 3 1. Introduction In traditional linguistics, modality is divided into deontic modality, which is concerned with obligation and permission, and epistemic modality, which is concerned with the certainty of a proposition. In the social semiotic approach that Kress and Van Leeuwen’s (2006) method of visual grammar subscribes to, only the latter epistemic realm of modality is attended to. In this vein, Hodge and Kress define modality as referring to “the status, authority and reliability of a message, to its ontological status, or to its value as truth or fact.” (1988: 124) As Van Leeuwen succinctly puts it, “‘Modality’ is the social semiotic approach to the question of truth.” (2005: 160) Crucially though, from the social semiotic perspective, truth is not absolute, but rather context dependent. Hence, social semiotic modality is “not concerned with how true something is, but ‘as how true’ something is represented and perceived within a social group.” (Mcmurtrie 2010: 404) In the interests of a study seeking to better understand the process of branding, an activity that often makes use of visuals in order to build an exclusive relationship between a company and its client base, the issue of how sign-makers represent truth in images is, therefore, of the utmost importance. With this in mind, the various modality choices involved in the representation of truth in visuals will be presented in Section 2, where Kress and Van Leeuwen’s system of visual modality analysis will be introduced. (2006) The intention will be to use this system to analyse album cover designs from two different record companies so as to investigate the way in which the visual modality of each cover contributes to each label’s particular version of truth, its modality configuration, and how, in turn, this configuration contributes to the overall creation of each company’s identity, its brand. 4 2. The Kress and Van Leeuwen System of Visual Modality Analysis (2006) 2.1 Modality Markers Kress and Van Leeuwen (henceforth ‘KVL’) (2006) observe that there are certain means of visual expression that, when or increased or decreased, correspond to an increase or decrease in the degree to which an image, diagram or photograph is to be taken as being real. These are what they call modality markers, and they are the visual modality equivalent of modal auxiliaries. KVL (2006) have established 8 of these gradable modality markers: Table 2.1 Modality Markers. (Adapted from Kress and Van Leeuwen 2006: 160-162) 5 However, determining the highest or lowest modality for these 8 markers is not simply a case of looking at whether the value falls at one end of any of the continua or the other. Rather, the degree of modality is determined, for each marker, in relation to different abstract sets of principles or “domains of representation” that govern what constitutes truth in a particular context. (Van Leeuwen and Jewitt 2001: 30) KVL (2006), borrowing Bernstein’s (1981) term, refer to these different ontological orientations as coding orientations. 2.2 Coding Orientations KVL (2006) distinguish 4 coding orientations: the naturalistic coding orientation, which pertains to the common sense way we see the world as defined by the standard of 35mm photography; the sensory coding orientation, in which naturalistic standards of modality are exceeded in order to appeal to the senses; the abstract coding orientation, which abstracts from the naturalistic standard in order to appeal to an underlying truth; and the technological (or scientific) coding orientation, which concerns the degree to which a representation can be used as a blueprint. 2.3 Modality Configurations KVL (2006) suggest that the maker of an image can amplify or reduce the values for each of the modality markers so as to more precisely express overall judgements of modality. This, they maintain, allows for a multiplicity of ways in which image- makers can define reality. (Kress and Van Leeuwen 2006) KVL (2006) refer to this personalized pattern of visual modality choices as being a modality configuration. In this essay, I will attempt to identify a modality configuration for each set of album cover images. However, before doing so, it is worth reviewing some of the limitations of the KVL (2006) method of visual analysis, for any conclusions that I draw must be considered in light of these limitations. 6 2.4 Limitations of the Kress and Van Leeuwen Method of Visual Modality Analysis (2006) Van Leeuwen and Jewitt (2001) make the valid point that the KVL (2006) framework for visual analysis is predominantly descriptive. Kaltenbacher concurs, stating that a “lack of empiricism is indeed a weak point.” (2004: 202) Bateman, Delin, and Henschel (2004) make a good point concerning the dangers of deducing the meanings of a piece of visual design, and in turn the stance of the designer, from post hoc assumptions made about the design decisions. They argue that it is important to take into consideration the fact that specific restrictions, editorial or otherwise, may well have impacted upon the decisions made by the designer during the method of production of a particular piece of design at the time of its inception. (Ibid.) Forceville (1999), and Machin (2007), meanwhile, point to the difficulty of interpreting results from a framework in which the modality markers have, as yet, undefined relationships with one another and that are, in themselves, fuzzy categories that represent values falling on a continuum rather than being in binary oppositions to one another. Finally, Thomas (2014) draws attention to the problem of making claims based on analyses that use a small selection of handpicked examples. In this investigation, in order to counteract this problem, the range of albums chosen for each set were selected from a pre-determined time period, numbered, and then picked according to the results of an electronically randomized generator. 7 3. The Texts 3.1 Blue Note Records Set up by two German Jews in New York in 1939, Blue Note Records has gone on to become one of the most successful and iconic jazz record labels in the world. As Gayford states, “Other companies recorded wonderful performances, but no other had so strong an identity.” (2009) A major factor in the label’s identity has been accorded to the design